Travis AFB Brand Opening a Smashing Success

RELEASE DATE: May 15, 2012

DALLAS – On a beautiful, sun-kissed California morning, military shoppers at Travis AFB welcomed the much anticipated opening of a new Exchange experience. With the May 4 ribbon cutting, the renovated and rebranded Exchange greeted excited shoppers who scooped up TVs, iPads and much more to drive sales up 113 percent over the same day last year.

Less than a year after the renovation began, the Exchange boasts fresh new colors, textures and graphics. As with all newly renovated Exchanges, the Travis location features a new layout divided into three major merchandise categories – Home, Life and Style.

“I’ve worked at the Pentagon and seen construction projects smaller than this one last ten years,” said Travis AFB 60th Air Mobility Wing Commander Col. Dwight Sones. “We are extremely proud to have this brand new Exchange knowing it’s not only taking care of our Airmen but those outside the gate as well.”

Shoppers anxious to take advantage of the myriad of great deals that were part of the opening weekend piled in as soon as the ribbon was cut. And based on their reactions, and sales, the store more than met their expectations.

“I think it’s just beautiful and I’m very excited about it,” said Staff. Sgt. Amy Riley. “The layout is great and so is the product selection. The displays are awesome and it’s very nice and open so it’s much easier to find everything.”

“I love it,” said retired Army Master Sgt. Michael Pedia. “I have always appreciated the Exchange and the service that it provides to servicemembers. I always make it a point to find the associates and thank them for what they do. And now this new store – I’m a big fan.”

The rebranding effort, which is being rolled out to all Exchanges, is designed to provide shoppers with a fresh, updated shopping experience for all the things they need to outfit their unique lifestyle. Combining lively colors and imagery, bold shop design statements, polished floors and a new way to navigate through the store, the concept provides Exchange customers with a best-in-class shopping experience.

The branding team now moves on to Fort Bragg for a June 1 christening of the first Army Exchange to receive the new design.

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The Army & Air Force Exchange Service is a joint command and is directed by a Board of Directors which is responsible to the Secretaries of the Army and the Air Force through the Service Chiefs of Staff. The Exchange has the dual mission of providing authorized patrons with articles of merchandise and services and generating non-appropriated fund earnings as a supplemental source of funding for military morale, welfare and recreation programs. To find out more about the Exchange history and mission or to view recent press releases please visit our Web site at


Media Notes:

For more information or to schedule an interview with an Exchange representative please contact Chris Ward, 214-312-2714 or [email protected].